Shortlist Media


"Profiles Recontacts: A fast, powerful and tailored approach to understanding your audience



As subscribers to YouGov Profiles, Shortlist Media gets the edge when it comes to understanding their titles’ readers and target audiences. With consumers expecting the very best from them, fast-turnaround data is vital to the publisher in order to make sure their magazines continue to inform, excite and inspire.

Shortlist Media wanted to create specific reader profiles to really understand Stylist and Shortlist magazines’ audiences.   



In just a matter of days, YouGov’s Profiles Recontacts product enabled Shortlist to profile their readers using bespoke questions asked with YouGov’s nationwide Omnibus service, surveying 18,000 respondents with bespoke questions.

The data from this was then uploaded into YouGov’s powerful segmentation and media planning tool for agencies and brands; YouGov Profiles.



The Profiles Recontacts project enabled Shortlist to view their reader segments in Profiles, allowing the data to be analysed by over 190,000 Profiles data points.

As well as unique profiling ability, the research delivered specific research insights. For example, 23% of Shortlist readers (in the last month) accessed content through the Shortlist website, with 1 in 5 doing so via email. The 35-54 age bracket was most likely to read a print or digital edition. Shortlist readers are more likely than other free magazine readers to notice adverts at train stations.

“The ability to look at our reader profiles against so many thousands of attitudes, beliefs and behaviours is hugely valuable.”

Ryan Munson, Insight Manager, Shortlist Media


About the client

Shortlist Media is one of the fastest growing media businesses in the UK. Founded in 2007 by Mike Soutar, Tim Ewington, Karl Marsden, Phil Hilton and Matt Phare, the company is a pioneer of the ‘freemium’ publishing model, providing high quality, free, premium content that the Met Set want to read.

YouGov Profiles Recontacts enables YouGov Profiles subscribers, like Shortlist, to ask their questions on YouGov’s fast-turnaround Omnibus and targeted sample services, and then turbo-charge their analytic power by being able to upload the data into the powerful Profiles interface. This empowers Profiles clients with the ability to look at bespoke data against hundreds of thousands of data points - all in as little as a day’s turn-around. Contact us to find out more.